HomeMy WebLinkAbout02-20-2019 TBID Agenda Packet - Special MeetingCity of San Luis Obispo, Agenda, Tourism Business
Improvement District Board
Any writings or documents provided to a majority of the TBID Board regarding any item on this agenda will be made available for public
inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours.
SPECIAL MEETING
Wednesday, February 20, 2019
10:00 A.M.
City Hall- Council Hearing Room
CALL TO ORDER: Chair Bruce Skidmore
PUBLIC COMMENT: Each speaker is limited to two minutes of public comment for items not on the
agenda. Public comment for each agenda item will be called for separately and is also limited to 2 minutes per
speaker.
State law does not allow the board to discuss or take action on issues not on the agenda, except that members
of the board may briefly respond to statements made or questions posed by the person giving public comment.
Staff may be directed by the board to follow-up on such items and/or place them on the next board agenda.
CONSENT ITEMS
C.1 Minutes of Meeting on Wednesday, January 9, 2019
C.2 Smith Travel Report
C.3 Chamber Public Relations Report
C.4 AMF + Matchfire Marketing Report
C.5 Chamber Visitor Center Report
C.6 TOT Report
PRESENTATIONS
1. MARKETING AGENCY MONTHLY REPORT 15 mins
Representatives from AMF and Matchfire will present the monthly report for the marketing activities for
the SLO TBID.
2. CHAMBER MONTHLY REPORT 10 mins
Representatives from the SLO Chamber will present the monthly report for the Guest Service and Public
Relations contracts with the SLO TBID.
3. NEW PROPERTY PRESENTATION: LA QUINTA 10 mins
The Board will receive a presentation from Andrew Firestone on the property and development status of La
Quinta hotel on Monterey Street.
BUSINESS ITEMS
Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of
public testimony.
1. MID YEAR BUDGET & FUND BALANCE REVIEW 15 mins
Staff will present the 2018-19 Mid-Year Budget update and discuss the available fund balance status with
the Board.
2. TBID STRATEGIC PLAN UPDATE 15 mins
Staff will discuss the status of the TBID Strategic Plan Update project and discuss the scheduling of
working sessions with the TBID Board.
3. VISIT SLO CAL TMD UPDATE 10 mins
TBID Board Members & TMD Liaisons Clint Pearce and Nipool Patel will update the Board on the status
of the TMD renewal process discussion and expected timeline.
TBID LIAISON REPORTS & COMMUNICATION
At this time board members make announcements, report on activities, refer to staff issues for study and report
back to the board at a subsequent meeting.
1. HOTELIER UPDATE – Liaison Reports
2. MANAGEMENT COMMITTEE UPDATE – Minutes: February 7, 2019 Special Meeting
3. MARKETING COMMITTEE UPDATE – Minutes: No meeting
4. PCC UPDATE –Minutes: January 9, 2019
5. SLO CAL UPDATE – Liaison Reports; December Activity Report & November STR
6. TOURISM PROGRAM UPDATE – Staff Report
ADJOURN.
POSTING STATEMENT: I, Chantal Burns, Tourism Coordinator, do hereby certify that on February 15, 2019,
by 5:00 p.m., a true and correct copy of this agenda was posted on the bulletin board outside City Hall. Internet
access to agendas and related material is available at www.slocity.org.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 1/9/2019 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, January 9, 2019
Regular Meeting of the Tourism Business Improvement District Board
CALL TO ORDER
A Regular Meeting of the San Luis Obispo Tourism Business Improvement District Board was
called to order on Wednesday, January 9, 2019 at 10:02 a.m. in the Council Hearing Room, located
at 990 Palm Street, San Luis Obispo, California, by Chair Skidmore.
ROLL CALL
Present: Board Members Dean Hutton, LeBren Young-Harris, Pragna Patel-Mueller, and
Chair Bruce Skidmore
Absent: Board Members Clint Pearce and Nipool Patel and Vice Chair Matthew Wilkins
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
San Luis Obispo Chamber of Commerce’s Director of Government Affairs, Molly Kern,
introduced the new Chamber of Commerce’s CEO Joe Dantona. Joe presented his background and
excitement to work more with the TBID.
--End of Public Comment--
CONSENT ITEMS
C.1 Minutes of Meeting on Wednesday, December 12, 2018
C.2 Smith Travel Report
C.3 Chamber Public Relations Report
C.4 AMF + Matchfire Marketing Report
C.5 Chamber Visitor Center Report
C.6 TOT Report
PUBLIC COMMENT
None
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/12/2018 Pg. 2
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER HUTTON, SECONDED BY COMMITTEE
MEMBER PATEL-MUELLER, CARRIED 4-0-3, TO APPROVE THE CONSENT AGENDA
ITEMS 1 THRU 6.
PRESENTATIONS
1. MARKETING AGENCY QUARTER REPORT
Representatives from AMF and Matchfire presented a review of the 2018-19 FY second
quarter’s marketing activities, website and social media metrics, upcoming planned
activities, and responded to Board questions.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
2. CHAMBER QUARTER REPORT
Representatives from the SLO Chamber of Commerce presented the 2018-19 FY second
quarter Guest Service and Public Relations contracts and responded to Board questions.
Additionally, future publications to watch out for were presented.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
1. VISITSLO.COM ACQUISITION UPDATE
Tourism Manager Cano provided status and timeline updates on the acquisition process.
Additionally, she reviewed the contingency amount that will be used towards transaction and
legal fees with board members.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/12/2018 Pg. 3
Public Comment
None
--End of Public Comment--
No action was taken on this item.
2. TBID STRATEGIC PLAN
Tourism Manager Cano presented the strategic plan process and a proposed timeline for the
Board and Management Committee who will be the working group to review. The Board
reviewed their calendars, discussed the upcoming planned commitments with the Strategic
Plan consultants, and had no edits to the presented timeline and plan.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
3. SCHEDULING OF FEBRUARY TBID BOARD SPECIAL MEETING
Due to staff time conflicts while attending Visit California’s Outlook Forum and Visit SLO
Cal representatives’ time conflict to present, the board discussed rescheduling the regularly
board meeting date.
By consensus the committee directed staff to schedule and notice a Special Meeting to be held
on Wednesday, February 20, 2019 from 10:00 a.m. – 12:00 p.m. in City Hall’s Council Hearing
Room.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/12/2018 Pg. 4
4. BLACK DIAMOND: VISIT CALIFORNIA QUIZ NIGHT CO-OP
Tourism Manager Cano presented a co-op proposal through the Black Diamond partnership to
participate in the Visit California Quiz Night program. The Board discussed the opportunity
and agreed to move forward with Staff’s recommendation.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
TBID LIAISON REPORTS AND COMMUNICATION
1. Hotelier Update
Board Member Skidmore announced a new Director of Catering has started at Embassy
Suites.
2. Management Committee Update
Tourism Manager Cano reminded the Board that the Management Committee was cancelled.
3. Marketing Committee Update
Marketing Committee Members Harris and Tourism Manager Cano reviewed the January 2,
2019 meeting.
4. PCC Update
Tourism Manager Cano reviewed the minutes of the December 12, 2019 meeting.
5. SLO CAL Update
Tourism Manager Cano reviewed the January 8, 2019 Marketing Committee meeting,
upcoming retreat in March and TMD renewal updates from the City Manager.
6. Tourism Program Update
Tourism Coordinator Burns reported on the ‘Our Gift to You’ promotion and provided status
updates on the 2019 ‘Money for a Rainy Day’ promotion, January SLO Discovery Weekend,
and February 5, 2019 CH&LA membership presentation at Embassy Suites.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/12/2018 Pg. 5
Tourism Manager Cano reviewed the upcoming Board seat opening and application dates.
Cano also provided status updates on her upcoming participation in TravMedia’s IMM 2019
and Sustainable Travel Summit.
ADJOURNMENT
The meeting was adjourned at 11:44 a.m. The next Special Tourism Business Improvement
District Board meeting is scheduled for Wednesday, February 20, 2019 at 10:00 a.m., in the
Council Hearing Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/2018
January 2019WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 59.1 52.0 57.1 112.95 123.94 115.81 66.78 64.47 66.12 5.8 2.1 4.8 3.7 1.9 3.19.7 4.0 8.0City of Pismo Beach 71.1 60.6 68.1 158.53 152.48 157.00 112.75 92.43 106.94 7.5 -7.0 3.4 8.0 6.17.6 16.1 -1.3 11.3City of San Luis Obispo 65.3 62.3 64.4 129.28 128.55 129.08 84.38 80.05 83.14 11.7 1.3 8.6 10.5 3.1 8.2 23.4 4.5 17.5City of Morro Bay63.1 51.5 59.8 121.82 118.01 120.88 76.84 60.76 72.24 8.3 -5.8 4.4 12.9 4.2 10.5 22.2 -1.8 15.5WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 43.1 43.6 43.3 99.89 122.21 106.31 43.07 53.25 45.98 -11.0 -38.1 -20.9 -3.5-10.8 -8.2 -14.1 -44.7 -27.4City of Pismo Beach 45.0 50.3 46.5 113.95 144.34 123.34 51.27 72.57 57.36 8.8 -27.7 -5.9 4.7 -9.5 -4.6 13.8 -34.6 -10.2City of San Luis Obispo 50.0 49.6 49.9 112.77 130.86 117.92 56.36 64.97 58.82 -2.0 -31.8 -12.8 4.8 -0.8 1.2 2.7 -32.4 -11.8City of Morro Bay34.7 39.9 36.2 91.38 117.78 99.70 31.69 47.00 36.06 -3.1 -40.5 -19.1 6.4 -5.3 -2.6 3.1 -43.7 -21.2WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 47.4 74.4 55.1 104.73 140.49 118.53 49.64 104.57 65.34 -22.2 10.7 -12.1 -4.4 6.1 1.7 -25.7 17.5 -10.7City of Pismo Beach 41.9 73.1 50.8 114.91 166.58 136.15 48.15 121.81 69.19 -13.3 29.2 0.2 -3.5 15.1 7.0 -16.3 48.7 7.2City of San Luis Obispo 51.7 81.7 60.3 117.26 144.24 127.71 60.58 117.86 76.95 -8.5 38.2 5.3 6.4 20.2 12.9 -2.6 66.1 18.9City of Morro Bay36.9 78.2 48.7 94.09 135.63 113.14 34.74 106.00 55.10 -14.2 29.6 1.5 0.3 17.1 11.2 -14.0 51.7 12.9WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 60.8 53.5 58.7 107.69 124.08 111.95 65.53 66.33 65.76 20.5 -12.7 9.6 1.8 -2.4 -0.7 22.7 -14.8 8.9City of Pismo Beach 54.3 67.1 57.9 124.11 152.46 133.49 67.36 102.24 77.33 8.6 -4.0 4.1 10.3 3.66.9 19.8 -0.5 11.2City of San Luis Obispo 63.3 66.5 64.2 119.99 137.22 125.09 75.90 91.21 80.28 8.6 -6.2 3.7 2.8 2.8 2.3 11.6 -3.6 6.2City of Morro Bay46.9 54.6 49.1 101.29 121.25 107.63 47.49 66.25 52.85 22.2 -9.0 10.2 8.7 5.45.9 32.9 -4.1 16.8WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 49.3 48.1 49.0 103.09 125.70 109.43 50.83 60.41 53.57 -9.7 -19.0 -12.5 -2.0-0.9 -2.0 -11.5 -19.7 -14.3City of Pismo Beach 48.2 49.6 48.6 117.16 149.77 126.67 56.42 74.22 61.51 -3.5 -28.9 -12.6 7.8 -0.9 2.2 4.0 -29.6 -10.7City of San Luis Obispo 58.4 57.0 58.0 116.81 134.43 121.75 68.23 76.63 70.63 5.1 -12.6 -0.5 9.1 -3.6 3.7 14.7 -15.7 3.2City of Morro Bay43.3 43.0 43.2 94.14 120.52 101.64 40.77 51.83 43.93 10.9 -26.4 -3.1 8.1 2.73.3 19.9 -24.4 0.1Current Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParRevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADRWeek of January 27, 2019 to February 2, 2019Week of January 20, 2019 to January 26, 2019Week of January 13, 2019 to January 19, 2019Week of January 6, 2019 to January 12, 2019Week of December 30, 2018 to January 5, 2019
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2019
Media/Community Relations
1. Began planning blogger Thrifty NW Mom’s affordable travel focused trip to SLO in February.
2. Partnered with SLO Cal to plan blogger Vancouverscape’s SLO portion of her trip.
3. Continued planning influencer Jackie McEwan’s wellness focused press trip to SLO in February.
4. Hosted freelancer on assignment with Fodors for restaurant, hotel and shopping updates.
5. Rolled out launch and pitch for ‘Money for a Rainy Day’ with a focus on digital and deal/budget
focused travel outlets.
6. Set up meetings with influencers for Molly Cano’s press trip to New York.
7. Worked with Matchfire and Molly Cano on Influencer strategy.
8. Coordinated visit for freelancer on assignment with Airbnb Magazine for their Sustainability
issue focusing on environmental stewardship and businesses that came together to help
neighbors in Santa Barbara and Venture following the disasters.
9. Beginning talks with @AllThingsKate to bring her back in October.
10. Submitted the following content for Visit California’s Story Ideas.
a) Mitigating Environmental Impact
i. Ranger lead hikes
ii. SLOCO Massage + Wellness
b) Off-Grid Tourism
i. Unplug in SLO
11. Continued to work with the city, AMF and Matchfire on overall tourism marketing campaign.
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2019
1. In SLO, the Weekend Starts on Thursday We recently hosted
blogger Mary Charlebois of Short Weeks – Long Weekends.
She posted about her trip on her personal blog calling out
Apple Farm, Downtown SLO, the Farmers’ Market & Madonna
Inn to name a few.
2. Road trip Kalifornien: Motels, Wild West und Highlights
German blogger, Sabina Brauner took a California road trip
and posted about San Luis Obispo on her blog Oceanblue Style
at Manderley. She made note of the quaintness and charm of
the SLO.
3. San Luis Obispo County Airport sets passenger record Paso
Robles Daily News reported on SBP’s enormous growth and
record breaking annual passenger’s in the airport’s history.
UVPM: 29K
4. Embassy Suites in San Luis Obispo, CA Review Stream
featured a glowing recommendation for SLO’s location noting
the local art, excellent customer service and affordability.
UVPM: 377K
5. Pacifica Hotels introduces The Kinney San Luis Obispo
International Travel Report & Travel Daily News featured The
Kinney’s opening in “one of the ‘happiest places in America’”.
UVPM: 1K
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2019
6. Beyond LA: I found California’s best-kept secrets with Curtis
Stone Australian Escape.com writer, Matt Ragghianti
highlighted SLO as “a university town with a thriving artistic
and culinary scene”. Also featured was Granada, Farmers’
Market and “Bike Night”.
7. Central California’s Hotel Cerro to Open This September
Luxury Travel Advisor announced Hotel Cerro set to open in
September. The publication touted its many amenities
including its proximity to SLO Wine Country and extended stay
residences.
UVPM: 12K
8. TBID’s Money for a Rainy Day promotion received extensive
coverage from outlets such as the Washington Post, San Diego
Union Tribune, LA Times, Travel Pulse, & MSN to name a few.
Here are the features:
a) San Luis Obispo offering $100 cash to guests who stay
two consecutive nights
b) This California City Will Pay You $100 to Visit This
Winter
c) San Luis Obispo Will Pay You $100 to Visit
d) Money for a Rainy Day in San Luis Obispo
e) San Luis Obispo Promotion: Get $100 Cash When
Booking Two Nights
f) This California City Will Pay You $100 to Visit
g) Get Paid $100 USD To Visit This California City This
Winter
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2019
h) One of America’s ‘happiest’ places will pay you $100 to
visit this winter
i) This California City Will Pay You $100 Just to Visit—but You
Need to Book ASAP
j) A city in California is paying people $100 to vacation there
this winter
k) This city in California will pay you $100 to visit and it’s
wine heaven
l) Get $100 back when you visit this Californian city this winter
m) This Beach Town Will Pay You $100 to Vacation There This
Winter
n) News Roundup: Banned from Cruise, DNA Discount, $100
to Visit California, Stop&Shop Autonomous Deliveries
UVPM: 433.6M
9. Visit California put a spotlight on SLO with multiple features
that include Farmers’ Market, Madonna Inn & SLO Wine
Country:
a) Miles of coastline, sunny hills, relaxing wineries
b) San Luis Obispo to Ragged Point
c) A classic mission in the Valley of the Bears
d) Explore cowboy-meet-wine-country towns and
vineyards
e) 3 Must-Visit Sweet Tooth Stops in California
f) A college town morphs into a pop-up party
UVPM: 1K
SLOTBID AGENCY REPORT January 2019
HAPPENING NOW
• 2018–2020 Campaign Underway
• Be Here campaign creative refresh
• Rainy Day SOLD OUT
• SLO Craft Beer Fest promotion
• Visit SLOCAL Co-Op
• Visit CA Outlook Forum
• Live Oak Music Fest marketing support
SLO VACATIONS
• Events Management
• Email Database Transfer
UPDATED PAGES
• Festival Mozaic
• SLO Craft Beer Festival
• Restaurant Month
• News + Media
SEO
• Broken links fixed
• Alt image tags added
• Position tracking
EMAIL
• 157 new leads from email sign-up form
• Ongoing Welcome Series + Hotel Page Email
• SLO Happenings: January Events
• Consumer Email: SLO Craft Beer Fest +
Money for a Rainy Day
SHARESLO
• Cross-promotion on Cal Poly social channels
• Ticket Tuesday promotion
• Partnership with Visit California
on Twitter Chat
• Community blog posts:
-Sushi Bars + Restaurants
in San Luis Obispo
-Girls’ Getaway in San Luis Obispo
SLOTBID AGENCY REPORT
LOOKING AHEAD
• SLO Craft Beer Festival
February 22–23
• Festival Mozaic WinterMezzo
February 22–24
• Cal Poly Baseball sponsorship
• Roll Out the Barrels
June 20–22
• Live Oak Music Festival
June 21–23
January 2019
SLOTBID AGENCY REPORT
SESSIONS PAGE VIEWS USERS REFERRALS
SanLuisObispoVacations.com 25,640 50,530 21,437
m.facebook.com
slocity.org
msn.com
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per Post
Average Daily Page Engaged Users
Total Engagements
0
102,052
426,632
10,003
161
2,050
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
8
4,164
693
500
INSTAGRAM
New Followers
Total Followers
Total Reach
Average Reach per post
Total Engagements
#ShareSLO
392
14,917
139,764
3,882
12,920
3,015
PINTEREST
Average Daily Profile Impressions
Average Daily Profile Users
Average Monthly Viewers
Average Monthly Engaged
41
21
459
16
YOUTUBE SLO Promo Video 45,128
January 2019
Report to City of SLO – TBID
Phone Line and Availability Contract
January 2019
Response to TBID Advertising
Week
1
Week
2
Week
3
Week
4
January
2018
January
2019
Calls to
1-877-SLO-TOWN
17 22 26 28 64 93
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
January
2018
January
2019
Email Response 12 14 16 15 55 57
Phone Calls to
Hotels
41 39 54 51 161 185
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
January
2018
January
2019
Visitors Served
(Walk-ins)
1,360 1,312 1,879 1,516
4,380 4,441
Farmers’ Market* n/a n/a n/a n/a n/a n/a
Hotel Rooms
Referred
294 367
388
373
1,672 1,422
*estimate without people counter
2009‐10 2010‐11 2011‐12 2012‐13 2013‐14 2014‐15 2015‐16 2016‐17 2017‐18 2018‐19Change +/‐July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 880,321$ 874,775$ ‐0.6%August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 734,830$ 779,965$ 6.1%September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 701,230$ 676,527$ ‐3.5%October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 613,045$ 681,724$ 11.2%November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 519,193$ 565,129$ 8.8%December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 479,813$ 471,428$ ‐1.7%January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,461$ ‐100.0%February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 502,476$ ‐100.0%March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,221$ ‐100.0%April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 653,881$ ‐100.0%May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 626,025$ ‐100.0%June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 795,368$ ‐100.0%Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 7,498,864$ 4,049,548$ ‐46.0%*Figures from Smith Travel Research Report 2017‐18 2018‐19 Change +/‐2017‐18 2018‐19Change +/‐2017‐18 2018‐19Change +/‐July 84.8 85.2 0.5 174.1 175.1 0.6 147.7 149.2 1.0August 76.3 81.3 6.7 158.2 166.5 5.2 120.7 135.4 12.2September 74.5 72.3 ‐2.9 158.4 163.1 3.0 117.9 117.9 0.0October 70.0 72.7 3.9 147.1 151.2 2.8 102.9 109.9 6.8November 65.7 67.7 3.1 136.3 143.0 4.9 89.5 96.7 8.1December 61.3 59.1 ‐3.6 129.3 135.2 4.5 79.3 79.9 0.7January 58 118.75 68.89February 69 134.06 92.5March 68.5 139.88 95.85April 72.7 149.73 103.25May 69.7 150.35 104.77June 78.9 174.18 137.37Total/Average 70.77 73.05147.53155.67105.05114.83Occupancy ADRTOT ComparisonRevPAR
Tourism Business Improvement District
Management Committee – Strategic Plan Taskforce
Special Meeting Minutes
Thursday, February 7, 2019 – 9:00 am
City Hall’s Council Hearing Room - 990 Palm Street, San Luis Obispo
BOARD MEMBERS PRESENT: Chair Bruce Skidmore, Nipool Patel, and Pragna Patel-Mueller (9:33
a.m.)
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 9:12 a.m.
BUSINESS ITEMS
1. Strategic Plan Immersion Session 1
The committee participated in Coraggio Group’s Immersion Session 1 of the Strategic
Plan. This session reviewed the process approach, timeline, upcoming commitments, and
future implementations. The committee also participated in a SWOT discussion.
2. New Business Items
a. Committee Discussion - none
b. Future Agenda Items – none
c. Next Meeting Date – Thursday, March 7, 2019 10:00 a.m.
• Updates on additional or changed special meetings for the Strategic Plan
process are still TBD.
Meeting was adjourned at 11:00 a.m.
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 9, 2019 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, January 9, 2019
Regular Meeting of the Promotional Coordinating Committee
CALL TO ORDER
A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee was called to
order on Wednesday, January 9, 2019 at 5:30 p.m. in the Council Hearing Room, located at 990
Palm Street, San Luis Obispo, California, by Chair Dixon.
ROLL CALL
Present: Committee Members Diana Cozzi, Melissa Godsey, John Thomas, Matthew
Wilkins (5:32), Vice Chair Daniel Levi and Chair Zoya Dixon
Absent: Committee Member Dana Matteson
Staff: Tourism Manager Molly Cano and Deputy City Clerk Kevin Christian
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
CONSENT ITEMS
C.1 Minutes of the Regular Meeting of Wednesday, December 12, 2018
C.2 2018-19 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitor Center Report
C.6 SLO Happenings Activity Report
C.7 TOT Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 9, 2019 Page 2
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER COZZI, SECONDED BY
COMMITTEE MEMBER LEVI, CARRIED 5-0, TO APPROVE THE CONSENT
AGENDA ITEMS 1 THROUGH 7.
PRESENTATIONS
1. SLO Chamber of Commerce Quarterly Report
Molly Kern, Chamber of Commerce Director of Government Affairs, Dusty Colyer-Worth,
Visitor Center Manager, and Jacqui Clark-Charlesworth, Director of Communications and
Business Education, reported on the past quarter Visitor Center traffic, GIA marketing
support, and public relations activities from the past quarter. Joe Dantona was introduced as
the new President and CEO for the Chamber.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
2. SLO Happenings Program Quarterly Promotions Update
Brittany Garcia, Matchfire Account Director, reviewed the SLO Happenings program past
quarter activities, highlighting top reporting sites, targeted email campaigns, and noted
social media successes.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 9, 2019 Page 3
BUSINESS ITEMS
1. 2019-20 GIA (Grants in Aid) Application Approval
The committee reviewed and edited the GIA application; reviewed upcoming meeting
purposes, finalized meeting dates and deadlines; and discussed the program budget.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER LEVI, SECONDED BY
COMMITTEE MEMBER GODSEY, CARRIED 6-0, TO APPROVE AND RELEASE
THE AMENDED APPLICATION ON FEBRUARY 1, 2019.
A subcommittee for GIA application review was formed consisting of Committee Members
Thomas, Cozzi, and Matteson. Committee Member Godsey will serve as an alternate.
2. Community Placemaking: Banner Project
Tourism Manager Cano reviewed the Banner Project constraints and opportunities,
partnership potential with Downtown SLO, and the relationship to the City’s cultural arts
program. The committee discussed their initial focus on the downtown and the Railroad
District, the funding areas of banner design, production, and maintenance, and project next
steps.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER LEVI, SECONDED BY
COMMITTEE MEMBER WILKINS, CARRIED 6-0, TO APPROVE CONTINUATION
OF THE BANNER PROJECT.
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 9, 2019 Page 4
3. Scheduling of February PCC Special Meeting
Due to staff conflicts with the regular scheduled meeting of February 13, 2019, the
committee agreed to hold a Special meeting on February 20, 2019.
Public Comment
None
--End of Public Comment--
ACTION: By consensus the committee directed staff to schedule and notice a Special
Meeting to be held on Wednesday, February 20, 2019, 5:30 p.m.
PCC LIAISON REPORTS AND COMMUNICATION
1. Grants-in-Aid (GIA) Update
Tourism Manager Cano noted that all payments have been processed.
2. Tourism Business Improvement District (TBID) Board Report
Tourism Manager Cano reported on the TBID Board meeting of January 9, 2019.
3. Tourism Program Update
Tourism Manager Cano presented an update on the recent and upcoming Tourism Program
activities, including:
• Advisory Body Recruitment
• City Financial Plan meeting dates and times
• New York travel show
• Sustainable Hospitality Summit
ADJOURNMENT
The meeting was adjourned at 6:48 p.m. The next Special Promotional Coordinating Committee
meeting is scheduled for Wednesday, February 20, 2019 at 5:30 p.m., in the Council Hearing
Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2018
- Industry Engagement -
Visit SLO CAL
Activity Report, December 2018
SLO CAL Storytellers Visit North County During Quarterly
Group Excursion
On December 1, the SLO CAL Storytellers went their second immersive FAM
trip, this time visiting Atascadero and Paso Robles. The crew visited Groves on
41 for olive oil tasting, Rava Winery for sparkling wine tasting and the new Tin
Canteen restaurant in Tin City for lunch. Later, the Storytellers went to Calwise
Spirits for a tour and tasting, Studios on the Park for a tour and to talk with
artists, and wrapped it up with some cocktail education at 1122 Cocktail
Lounge. Content about this trip will be coming out this month on SLOCAL.com
and SLO CAL social media channels. If you are interested in hosting one of our
Storytellers, reach out to Jordan Carson, Marketing & Brand Manager at
Jordan@SLOCAL.com.
Dena Bellman Wins California On Location Award in State
Employee Category
On December 16, Visit SLO CAL Director of Communications Keba Baird
attended the California On Location Awards (COLA) in Los Angeles along with
Dena Bellman Senior Park & Recreation Specialist for Oceano Dunes District of
California State Parks. Dena was one of two finalists in the State Employee
Category and works diligently to assist filmmakers, photographers and scouts
with filming needs at the Oceano Dunes. Help us in congratulating Dena on this
outstanding acknowledgement.
San Luis Obispo County Regional Airport Announces New
Daily Service to Dallas/Fort Worth International Airport
On December 13, Visit SLO CAL along with Supervisor Adam Hill, the San
Luis Obispo County Regional Airport and Cal Polys President Jeffrey
Armstrong announced new daily, nonstop service to Dallas/Fort Worth
International Airport (DFW). This new service will begin April 2 and open
travelers to 89 new one-stop connections around the world, including
Central and South America. DFW is the third in a string of new route
announcements in the last 24 months. Tickets are now on sale.
Upcoming Events & Content Needs.
• Romance/Valentine’s Day Content: February is right around the corner. Submit your Valentine’s Day events
and special offers to SLOCAL.com via SLO CAL Connection, today! Be sure to send Jordan Carson
(Jordan@SLOCAL.com) any unique happenings and offers for potential inclusion in blog posts, e-blasts and on
social media.
0
- PR and Travel Trade -
VSC-Assisted Media Placements
● ShermansTravel – Top Budget Destinations of 2019
● American Way (print) – Beer Hotels are Hopping
Media Visits
• Journalist - Fodor’s Travel
• Influencer/Blogger - No Back Home
Travel Trade
• Attended CalSAE Seasonal Spectacular
o December 11-14, Sacramento, CA
• VCA Sichuan China FAM, January 16-17
• GoWest Summit, February 25-28
Visit SLO CAL is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Bubblegum Alley
featured on
@NoBackHome’s
social media (left);
Paso Robles wine
country featured on
ShermansTravel
(right).
VISIT SLO CAL
WEB ACTIVITY
SESSIONS: 68,468
USERS: 56,225
PAGE VIEWS: 154,119
AVG. PAGE VIEWS/VISIT: 2.25
AVG. TIME ON SITE: 2:45
TOTAL ORGANIC TRAFFIC: 36,264
MOBILE SESSIONS: 50,501
MOST VISITED EVENT PAGE:
MORRO BAY LIGHTED BOAT PARADE
(2K)
TOTAL BLOG VISITS: 6,937
MOST VISITED BLOG: SLO CAL
CHRISTMAS DAY DINING GUIDE
(1.7K VISITS)
VISIT SLO CAL
SOCIAL MEDIA ACTIVITY
FACEBOOK: 42,679
TOT. ORGANIC IMPRESSIONS:
126,135
HIGHEST ORGANIC REACH:
CAMBRIA CHRISTMAS MARKET
(4.2K PEOPLE REACHED)
HIGHEST ORGANIC ENGAGEMENT:
DRIFTWOOD ART IN CAMBRIA (1K
ENGAGEMENTS)
FOLLOWERS
TWITTER: 8,349
TOT. ORGANIC IMPRESSIONS:43K
PINTEREST: 744
INSTAGRAM: 22,825
VISITOR GUIDE DIST.
GUIDES DISTRIBUTED: 550
THIS MONTH IN SLO CAL
SUBSCRIBERS 35,085
OPENS: 4,654
CLICK-THROUGHS: 507
THIS WEEK IN SLO CAL
CIRCULATION: 1,811
MOST CLICKED LINK:
STR REPORT
Visit SLO CAL Attends CalSAE Seasonal
Spectacular
Visit SLO CAL Director of Travel Trade Michael
Wambolt and representatives from Visit Atascadero,
Martin Resorts, La Bellasera, Embassy Suites and
Allegretto Vineyard Resort showcased SLO CAL at
CalSAE’s Seasonal Spectacular December 11-14 in
Sacramento. Visit SLO CAL held over 30 meetings and
appointments during this annual show.
November 2018 vs November 2017 Lodging Statistics (STR, Inc.)
Date: January 4, 2019
Client: SLO CAL
Date Range: December 1 - 31, 2018
Executive Overview:
Organic Traffic Overview:
Sessions increased by 6%. Avg. session duration improved by 12%, and pages/session decreased by 25%.
The top organic landing pages this month were:
the home page, Events and Festivals, Lighted Boat Parade, SLO CAL Christmas Eve & Christmas Day Dining,
Holiday Events & Festivals, Under the Sea 2018 New Years Eve at Marisol, 39th Annual Cayucos Polar Bear Dip
Total Traffic Overview:
Sessions increased by 39% (19,224 sessions). Session Duration: - 8%, Pages/Session: -21%
Top Gains by Channel: Social: 250% (9,848), Organic: 6% (2,025), Other: 1,823% (5,359)
SEO Snapshot:
YoY Organic Landing Page Traffic Comparison - Top Areas
Events Pages saw a -35% change in Sessions. (-3,945 Sessions)
Listing (Profile) Pages saw a -66% difference in Sessions (-3,351 Sessions)
The Home Page saw a +91% change in Sessions. (+ 2,132 Sessions)
Things to Do (Activities) saw a +59% difference in Sessions. (+ 951 Sessions)
Blog Pages saw a -33% difference in Sessions. (-2,074 Sessions)
Explore Pages saw -14% change in Sessions. (-521 Sessions)
SEO Recommendation:
I would recommend building an Events This Month page. Make the URL events-this-month, I can update the
metas, h1, and content every first of the month to keep it current.
Industry Averages:Engagement Metrics Industry Average Your Website % Difference
Total Pages Per Session:1.94 2.25 13.81%
Total Average Session Duration:0:01:44 0:02:45 37.08%
Total Bounce Rate:53.06%13.49%-293.34%
Organic Pages Per Session:2.01 2.37 15.16%
Organic Average Session Duration:0:02:01 0:03:37 44.30%
Organic Bounce Rate:50.42%10.71%-370.64%
SEO Overview
Page 2 of 28
Date: January 4, 2019
Client: SLO CAL
Date Range: July 1 - December 31, 2018
Total Traffic Overview:
Jul Aug Sep Oct Nov Dec
Sessions:71,143 72,972 55,258 73,266 64,485 68,468
Users:55,701 59,051 44,998 58,915 52,719 56,225
Bounce Rate:17%23%21%27%15%13%
Pageviews:155,972 152,518 114,473 137,885 136,012 154,119
Avg Pageviews Per Visit:2.19 2.09 2.07 1.88 2.11 2.25
Avg. Session Duration:0:03:21 0:03:02 0:02:57 0:02:35 0:02:42 0:02:45
Total Organic Search Traffic:49,878 37,191 30,913 32,590 32,594 36,264
% of Traffic Organic Search:70%51%56%44%51%53%
Entry Pages From Search:2,026 1,834 1,772 1,760 1,703 1,675
VisitSLOCounty Visits:0 0 1 0 0 0
VisitSLOCounty Bounce Rate:0%0%100%0%0%0%
Mobile/Tablet SnapShot:
Jul Aug Sep Oct Nov Dec
Sessions:47,254 50,247 38,574 52,974 45,856 50,501
% of Sessions:66%69%70%72%71%74%
Bounce Rate:16%25%24%31%14%13%
Pageviews: 82,084 85,035 64,301 79,413 85,494 101,530
Avg. Session Duration:0:02:51 0:02:30 0:02:27 0:02:07 0:02:18 0:02:22
0
20,000
40,000
60,000
80,000
100,000
120,000
Jul Aug Sep Oct Nov Dec
Total Visits Comparison
Prior Year This Year
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Traffic Channels
0
20,000
40,000
60,000
80,000
Jul Aug Sep Oct Nov Dec
Mobile/Tablet Visits
Prior Year This Year
Page 3 of 28
Date: January 4, 2019
Client: SLO CAL
Date Range: July 1 - December 31, 2018
Organic Traffic % of Total
Site Traffic
Sessions 36,264 52.96%
Organic Engagement Compared to Site Engagement
Pages / Session 2.37 5.25%
Avg. Session Duration 0:03:37 31.45%
New Sessions 69.07%-8.46%
Bounce Rate 10.71%-20.58%
Search Engine Visits Percent
google 35,521 97.95%
yahoo 370 1.02%
bing 356 0.98%
ask 14 0.04%
naver 3 0.01%
Totals 36,264 100.00%
Top 10 Links to Site Links Pages Landing Page Visits Percent
visitcalifornia.com 41,640 29 /4,472 12.33%
destinationpasorobles.com 16,103 2 /events-and-festivals/2,630 7.25%
reside.org 15,949 1 /event/lighted-boat-parade/3609/2,019 5.57%
coterealtors.com 9,755 1 /blog/post/slo-cal-christmas-eve-christmas-day-dining-guide/1,718 4.74%
centralcoastrealestatephotography.com 7,704 4 /events-and-festivals/holiday-events-festivals/1,649 4.55%
centralcoast-tourism.com 7,420 23 /event/under-the-sea-2018-new-years-eve-at-marisol!/4617/1,135 3.13%
pasowine.com 6,585 2 /event/39th-annual-cayucos-polar-bear-dip/4709/974 2.69%
theccrg.com 4,900 3 /events-and-festivals/signature-events/restaurant-month/912 2.51%
digitalinteractive.us 4,431 2 /events-and-festivals/events-calendar/653 1.80%
tombarket.com 4,294 1 /events-and-festivals/live-music-concerts/557 1.54%
Organic Search Traffic:
0
10,000
20,000
30,000
40,000
50,000
60,000
Jul Aug Sep Oct Nov Dec
Organic Visits Comparison
Prior Year Current Year
Page 4 of 28
Date: January 4, 2019
Client: SLO CAL
Date Range: December 1 - 31, 2018
Goals:
Goal Completions
Visitors Magazine Request 175
Media Request 0
Meetings RFP 0
Enewsletter Sign-up 51
Top 20 Google Search Console Search Queries:
Queries Clicks Impressions CTR Position
san luis obispo 3276 101089 0.032 2.1
morro bay boat parade 489 2666 0.183 3
san luis obispo events 332 934 0.355 1.1
cayucos polar bear dip 206 313 0.658 1.2
tall ships morro bay 197 401 0.491 1.4
slo events 195 530 0.368 1.1
morro bay 173 38995 0.004 7.7
morro bay lighted boat parade 137 538 0.255 2.1
grover beach christmas parade 2018 135 207 0.652 1.2
slo 129 37068 0.003 5.7
santa margarita 129 7851 0.016 3.2
visit slo cal 126 186 0.677 1
pismo beach 120 53966 0.002 8.9
morro bay tall ships 120 230 0.522 1.4
paso robles ca 113 22815 0.005 8.1
cambria 111 12276 0.009 9.3
new years eve events near me 110 710 0.155 5.3
events in san luis obispo 103 316 0.326 1.1
Page 5 of 28
Date: January 4, 2019
Client: SLO CAL
Date Range: December 1 - 31, 2018
cayucos polar bear dip 2019 100 112 0.893 1
things to do in san luis obispo 99 4911 0.02 5.7
Select Google Search Console Search Queries Year over Year Comparison:
Reporting
Month Change Reporting
Month Change
arroyo grande 72 72 10,030 10,030
arroyo grande hotels 0 0 58 58
atascadero hotels 0 0 78 78
avila beach 59 59 11,571 11,571
avila beach hotels 0 0 267 267
cambria ca 47 47 10,972 10,972
cambria ca hotels 0 0 387 387
cayucos 36 36 7,582 7,582
cayucos hotels 0 0 192 192
morro bay 173 173 38,995 38,995
morro bay hotels 0 0 328 328
nipomo ca 52 52 3,688 3,688
nipomo hotels 0 0 23 23
oceano hotels 0 0 24 24
paso robles 69 69 23,655 23,655
paso robles hotels 0 0 270 270
pismo beach 120 120 53,966 53,966
pismo beach hotels 0 0 739 739
san luis obispo 3276 3,276 101,089 101,089
san luis obispo hotels 3 3 2,695 2,695
san miguel ca 38 38 1,501 1,501
san simeon 42 42 12,957 12,957
santa margarita 129 129 7,851 7,851
YoY Clicks
Queries
YoY Impressions
Page 6 of 28
Date: January 4, 2019
Client: SLO CAL
Date Range: December 1 - 31, 2018
santa margarita hotels 0 0 46 46
shell beach 28 28 2,620 2,620
shell beach hotels 0 0 202 202
Page 7 of 28
Date: January 4, 2019
Client: SLO CAL
Date Range: July 1 - December 31, 2018
External Links Listings: Link to Website
Top 10 URLs Total Clicks Top 10 Websites Total Clicks
vimeo.com/254752474 1572 Nitt Witt Ridge 48
www.eventbrite.com/e/new-years-eve-2018-under-the-sea-at-cliffs-hotel-and-spa-tickets-50457973156?aff=ebdssbdestsearch431The Fremont Theater 48
www.facebook.com/events/145596949556861/387 Swinging Bridge 41
www.morrobay.org/events/lighted-boat-parade 338 Apple Farm Restaurant 40
www.morrobay.org/events/lighted-boat-parade/2018-12-08/2018-12-08332 Mission San Luis Obispo de Tolosa 37
assets.simpleviewcms.com/simpleview/image/upload/v1/clients/slocal/2018_SLO_CAL_Holiday_Guide_4a798238-f12a-4a48-95cc-538fcfd09d72.pdf261Sycamore Mineral Springs Resort & Spa 36
hearstcastle.org/tour-hearst-castle/daily-tours/holiday-twilight-tour/244 Central Coast Trailrides 28
www.historicalseaport.org/public-tours-sails/sailing-schedule/morro-bay-california/238 Sunbuggy Fun Rentals 27
www.morrobay.org/events/tall-ship-lady-washington/2018-11-27/2018-12-19234 Inn at the Cove 26
assets.simpleviewcms.com/simpleview/image/fetch/c_limit,q_80,w_1200/https://res.cloudinary.com/simpleview/image/upload/crm/slocal/2679_CayucosPolarDip_c6ef18c3-5056-a36a-0b4d8befcde5b50d.jpg229Moonstone Beach 26
Listings: Link to Detail
Top 10 Listings Total Clicks
Nitt Witt Ridge 78
Swinging Bridge 70
Mission San Luis Obispo de Tolosa 38
Avila Beach Horseback Riding 33
Bishop Peak 31
California Highway 1 Discovery Route 31
El Moro Elfin Forest 31
Ragged Point Beach 27
Pismo Beach Premium Outlets 25
Bubblegum Alley 23
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Jul Aug Sep Oct Nov Dec
External Links Total Clicks
Page 8 of 28
Date: January 4, 2019
Client: SLO CAL
Date Range: July 1 - December 31, 2018
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Jul Aug Sep Oct Nov Dec
Listings: Link to Website
Total Clicks
0
1,000
2,000
3,000
4,000
5,000
6,000
Jul Aug Sep Oct Nov Dec
Listings: Link to Detail
Total Clicks
0
2,000
4,000
6,000
8,000
10,000
12,000
Jul Aug Sep Oct Nov Dec
Total Partner Referrals
Page 9 of 28
Date: January 4, 2019
Client: SLO CAL
Date Range: December 1 - 31, 2018
Demographics & Interests
Affinity Categories:
Top 10 Affinity Categories Visits
Food & Dining/Cooking Enthusiasts/30 Minute Chefs 16,238
Shoppers/Value Shoppers 15,773
News & Politics/Avid News Readers 13,267
Travel/Travel Buffs 13,264
Lifestyles & Hobbies/Pet Lovers 13,111
Lifestyles & Hobbies/Art & Theater Aficionados 12,844
Media & Entertainment/Book Lovers 12,635
Sports & Fitness/Health & Fitness Buffs 12,351
Banking & Finance/Avid Investors 11,333
Lifestyles & Hobbies/Business Professionals 11,182
Other Categories:
Top 10 Categories Visits
Arts & Entertainment/Celebrities & Entertainment News 8,601
Food & Drink/Cooking & Recipes 5,391
News/Weather 5,239
Arts & Entertainment/TV & Video/Online Video 3,283
Shopping/Consumer Resources/Coupons & Discount Offers 3,041
Online Communities/Social Networks 2,949
Travel/Air Travel 2,828
Sports/Team Sports/American Football 2,691
Shopping/Mass Merchants & Department Stores 2,593
News/Politics/Campaigns & Elections 2,578
Affinity Categories broaden the scope to identify users in terms of
lifestyle; for example, Technophiles, Sports Fans, and Cooking
Enthusiasts. These categories are defined in a similar way to TV
audiences, and represent an opportunity to understand the behavior
of your audience.
Other Categories are used to classify groups of users based on the
specific content they consume, along with how recently and
frequently they consume that content. This category data provides a
more focused view of your users, and lets you analyze behavior more
narrowly than Affinity Categories.
* Per Google
3.89%
15.30%
12.41% 10.92% 12.55%
8.03% 1.67%
8.91%
8.46%
6.72%
6.10%
5.04%
18-24 25-34 35-44 45-54 55-64 65+
Age Group by Gender Male
Female
Page 10 of 28
Date: January 4, 2019
Client: SLO CAL
Date Range: December 1 - 31, 2018
Top Content:Geographic:
Top Landing Pages Entrances
/18,090
(not set)3,519
/events-and-festivals/signature-events/restaurant-month/3,450
/events-and-festivals/3,020
/event/lighted-boat-parade/3609/2,195/blog/post/slo-cal-christmas-eve-christmas-day-dining-
guide/1,834
/events-and-festivals/holiday-events-festivals/1,773
/event/under-the-sea-2018-new-years-eve-at-marisol!/4617/1,186
/event/39th-annual-cayucos-polar-bear-dip/4709/1,155
/blog/post/insider-tips-15-free-things-to-do-in-slo-cal/1,113
Top Content Pages Pageviews
/40,726
/events-and-festivals/signature-events/restaurant-month/9,646
/events-and-festivals/5,010
/events-and-festivals/holiday-events-festivals/2,760/blog/post/slo-cal-christmas-eve-christmas-day-dining-
guide/2,749
/event/lighted-boat-parade/3609/2,522
/events-and-festivals/events-calendar/2,434
/things-to-do/2,201
/event/under-the-sea-2018-new-years-eve-at-marisol!/4617/1,675
/event/39th-annual-cayucos-polar-bear-dip/4709/1,414
Top Exit Pages Exits
/14,785
/events-and-festivals/signature-events/restaurant-month/2,756
/event/lighted-boat-parade/3609/2,179
/events-and-festivals/1,795
/blog/post/slo-cal-christmas-eve-christmas-day-dining-guide/1,299
/events-and-festivals/holiday-events-festivals/1,197
/event/under-the-sea-2018-new-years-eve-at-marisol!/4617/1,164
/event/39th-annual-cayucos-polar-bear-dip/4709/1,119
/blog/post/insider-tips-15-free-things-to-do-in-slo-cal/996
/events-and-festivals/events-calendar/892
15%
9%
8%
3%
3%
2%
2% 2%
2% 2%
55%
Top Cities Los Angeles
San Francisco
San Luis Obispo
Phoenix
Paso Robles
Atascadero
Arroyo Grande
Denver
76.3%
6.1%
4.1%
3.8%
1.3% 1.2% 1.0%
0.7% 0.6%
0.6%
4.1%
Top States California
Arizona
Washington
Colorado
Nevada
Texas
New York
Illinois
Virginia
Oregon
Other
27.85%
23.16%
15.78% 6.02%
4.08%
3.68%
2.72%
2.49%
1.92%
1.77%
10.52%
Top Metros Los Angeles CA
Santa Barbara-Santa Maria-San Luis Obispo CA
San Francisco-Oakland-San Jose CA
Phoenix AZ
Seattle-Tacoma WA
Denver CO
Fresno-Visalia CA
Sacramento-Stockton-Modesto CA
Monterey-Salinas CA
San Diego CA
Other
Page 11 of 28
Date: January 4, 2019
Client: SLO CAL
Date Range: December 1 - 31, 2018
Top Referrers:
Sessions Bounce Rate Avg. Session Duration Pages / Sessions
m.facebook.com 2,042 27.08%0:01:38 1.64
visitcalifornia.com 787 9.02%0:04:06 3.02
ksby.com 685 5.84%0:04:09 4.04
facebook.com 641 22.15%0:00:48 1.27
pasoroblesdailynews.com 213 5.16%0:04:19 4.30
madonnainn.com 172 5.81%0:03:51 4.34
visitavilabeach.com 137 10.22%0:04:38 2.78
avilavillageinn.com 118 11.02%0:04:48 2.59
l.facebook.com 115 22.61%0:01:41 1.49
slocal.simpleviewcms.com 115 4.35%0:19:17 10.16
Totals 6,241 17.34%0:03:11 2.68
Top Campaigns:
Campaign Source / Medium Sessions % New Sessions Avg. Session Duration Bounce Rate
CA_TO-DO goodway / sem 3,154 89.82%0:01:20 22.35%
CA_BEACH goodway / sem 1,090 86.88%0:01:34 23.58%
Sitelink goodway / sem 941 80.34%0:01:47 15.52%
CA_TRAVEL goodway / sem 241 91.70%0:01:26 21.58%
fy19_miles youtube / video 129 93.02%0:01:11 10.08%
fy19miles adara / display 76 7.89%0:00:07 1.32%
fy19_miles facebook / video 35 94.29%0:01:14 2.86%
fy19miles samsung / video 25 12.00%0:02:39 0.00%
fy19_miles sharethrough / native 22 68.18%0:00:23 36.36%
dd899d48d2-EMAIL_CAMPAIGN_2017_Harvest_Wine_COPY_02Visit Arroyo Grande Newsletter / email 13 69.23%0:03:22 0.00%
CA_OUTDOOR goodway / sem 12 100.00%0:01:52 16.67%
slocalspring GoodwayGroup / display 12 50.00%0:00:03 16.67%
visitslocalfall goodway / social 10 60.00%0:03:09 10.00%
fy19miles mediaiq / video 8 87.50%0:00:22 0.00%
fy19miles sojern / display 8 50.00%0:01:16 25.00%
Totals 5,825 86.08%0:01:27 20.62%
Referrer
Page 12 of 28
Date: January 4, 2019
Client: SLO CAL
Date Range: December 1 - 31, 2018
In-MarketVs Visitor:
4,784
13,183
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000
In-Market
Out of Market
Desktop Visits
8,630
41,869
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000
In-Market
Out of Market
Mobile/Tablet Visits
73.37%
26.63%
82.91%
17.09%
Page 13 of 28